SpeedmasterRacing its way onto eBay's Top 20

Company Overview

Speedmaster is an automotive retailer with a multichannel presence in both Australia and the US. Established in 1979, the company has grown from a hobbyist engine shop to now selling, assembling, manufacturing and racing high-performance engine parts.

Speedmaster’s primary goal is to become the most ‘experience-based’ company in the automotive industry. As such, it focuses on delivering strong customer service through technology. The company operates bricks-and-mortar facilities as well as an online presence. Its main office is located in Wollongong, Australia, with distribution centres in Sydney and California.

A ChannelAdvisor customer since 2009, Speedmaster currently uses the ChannelAdvisor platform to support its selling efforts on eBay and through its own webstores. The company employs 25 staff in Australia and 75 in the US, with approximately 15 staff members across both countries dedicated to e-commerce – including product development, customer service and marketing.

The Situation

Speedmaster’s online presence in the early 2000s was initially a small local operation on eBay, focused on selling odd, spare parts found in the warehouse. It wasn’t until after four years – in 2007 – that the company decided to strengthen its online efforts using its existing e-commerce platform. Since then, Speedmaster has grown to become one of the largest Australian retailers in the automotive category on eBay.

In 2013, the company identified another opportunity for further growth: expanding its eBay presence to the US.

“In the US, more than 90% of our customers are from the B2B space,” said Ken Kencevski, Head of Technology at Speedmaster. “Given the success we had selling to end-user consumers on eBay locally, we wanted to replicate our Australian online model in the US and build our B2C customer base there.”

To sell to international consumers effectively, Speedmaster recognised that it needed to standardise operations. The company determined it would require an e-commerce system that could facilitate this.

“We were looking for an e-commerce tool that could help us manage our operations in Australia and the US simultaneously,” said Kencevski. “Unfortunately, this wasn’t possible through our existing e-commerce platform, and as such, we went searching for a platform that could provide this and other capabilities.”

The Solution

Within the first month of launching on eBay in the US via ChannelAdvisor, Speedmaster became the top US seller in several categories.

“Our immediate success in the US wouldn’t have been possible without the capabilities of the ChannelAdvisor platform,” said Kencevski. “It’s been an invaluable tool across all our channels, especially on the marketplaces, where we’ve seen a 50% improvement in our eBay customer reviews.

“Now that we’ve built a solid foundation with ChannelAdvisor, we’re in good stead to achieve further growth in more geographies and through more online channels,” Kencevski concluded.

The Results

Within the first month of launching on eBay in the US via ChannelAdvisor, Speedmaster became the top US seller in several categories.

“Our immediate success in the US wouldn’t have been possible without the capabilities of the ChannelAdvisor platform,” said Kencevski. “It’s been an invaluable tool across all our channels, especially on the marketplaces, where we’ve seen a 50% improvement in our eBay customer reviews.

“Now that we’ve built a solid foundation with ChannelAdvisor, we’re in good stead to achieve further growth in more geographies and through more online channels,” Kencevski concluded.